Mojca Briščik, the director of the Slovenian Advertising Chamber, is the alpha and omega of the Slovenian advertising industry – a woman who holds all the strings in organizing events that lead advertising into a prosperous future. We are grateful to her for finding time for Media Marketing readers, despite being “up to her ears” in work, wrapping up last year’s balance and creating plans for this year.
MM: When you look back on the past year and consider the Slovenian communication industry, what is your impression? Was it an average, good, or excellent year for Slovenian advertising?
Mojca Briščik: Reflecting on the Slovenian communication industry from a distance, I can say that a true and very objective assessment will only emerge at this year’s Slovenian Advertising Festival (SOF), where we will witness the evaluation of creative, media, and communication achievements. SOF is always a good indicator of the state and direction of the advertising industry in Slovenia.
I would add that advertising is undoubtedly a reflection of relationships—between clients and creative agencies, media, and PR agencies. These relationships are key to creating achievements that we later celebrate as an industry.
It is also evident that artificial intelligence (AI) is increasingly influencing the communication industry. The distinction will lie between those who can use AI as a tool to enhance their approaches and those who cannot or will not adapt. How this will reflect in this year’s projects remains to be seen.
MM: What are the most important projects SOZ anticipates for 2025?
Mojca Briščik: The Slovenian Advertising Chamber (SOZ) will have a busy 2025 with several projects, particularly in self-regulation. Here are some key initiatives:
SOF (Slovenian Advertising Festival) will take place on May 15–16 at a new location, the former salt warehouse Grandu, with a revamped competition program and outstanding international speakers. Some names already confirmed include Stefan Sagmeister, Adam Morgan (founder of eatbigfish), John Thornton (Surreal Cereal), Chris Erthel (AdUniverse), and Alex Turtschan (Mediaplus Group).
Golden Drum, one of the most significant regional creativity festivals, will be held on October 14–15 in Portorož. A new visual identity and jury presidents will be introduced.
Effie Slovenia 2025 anticipates exceptional projects, with awards for the most effective marketing campaigns being presented in December.
SOZ Academy will continue offering free education to members through ten modules, focusing on digital content, media strategies, and key industry topics.
Self-regulation:
- On January 23, the document on best practices, “Ambush Marketing,” was introduced.
- Completion of the revision of the Slovenian Advertising Code.
- Updates to the “white paper” on influencer marketing, tailored to current trends.
These projects reflect SOZ’s commitment to industry development and market adaptation, providing robust support to its members and the broader advertising ecosystem.
MM: If you could propose one innovative idea, product, or way of thinking for the entire advertising industry in 2025, what would it be and why?
Mojca Briščik: For 2025, I would like to see a human-centric approach at the heart of advertising “noise,” with a concept of ethical personalization. This means combining technology, ethics, and human focus to create personalized advertising content that respects privacy, integrity, and individual values.
By responsibly using artificial intelligence and data analytics – without tracking data without user consent – we could focus on open communication where users voluntarily share information that adds value to their experience. An empathetic approach would address people’s real needs and values rather than manipulating their emotions for short-term profit. Additionally, a sustainable impact would be essential, as personalized communication can promote responsible behaviors such as recycling and supporting local communities.
Brands that align with consumer values create not only customers but also ambassadors. In an era of information overload, an ethical and personalized approach can help strengthen brand identity. I hope the advertising industry makes a step toward more humane, sustainable, and trustworthy communication.
